How To Produce Successful Advertising

209 Pages·2002·1.01 MB·English

by  A D Farbey, A. D. Farbey

Marketing in Action Series
Series editor: Daniel Yadin
Lively, yet ‘easy to read’, each book in this series is a clear, concise, action-oriented
and up-to-date summary of a specific marketing topic. Each book avoids jargon
and provides busy marketers with valuable, practical step-by-step guidance.
Ideal for marketers in organizations of any size, the books will also appeal to
students studying for formal qualifications in marketing (CAM, CIM).
Titles available are:
Branding (2nd edition)
Business Market Research
Creative Marketing Communications (2nd edition)
Customer Relationship Marketing (2nd edition)
Direct Marketing
The Effective Use of Sponsorship
Getting the Best from Agencies and Other Outside Services
A Guide to Web Marketing
Introduction to International Marketing
Introduction to Marketing
Marketing a Service for Profit
A Practical Guide to Integrated Marketing Communications (revised edition)
Strategic Marketing, Planning and Evaluation
Successful Product Management (2nd edition)
Value for Money Marketing
Daniel Yadin is a consultant in marketing communications. A writer and author,
and former Course Director at the Chartered Institute of Marketing, he lectures
widely at educational and training organizations in Britain and overseas. He is
co-author of books on public relations and advertising, and author of Creative
Marketing Communications in this series.
Kogan Page Ltd
120 Pentonville Road
London N1 9JN
www.kogan-page.co.uk
Third Edition
To J, M and E
The masculine pronoun has been used throughout this book. This stems
from a desire to avoid ugly and cumbersome language, and no discrimi-
nation, prejudice or bias is intended.
First published in 1994
Second edition 1998
Third edition 2002
Apart from any fair dealing for the purposes of research or private study,
or criticism or review, as permitted under the Copyright, Designs and
Patents Act, 1988, this publication may only be reproduced, stored or
transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in
accordance with the terms of licences issued by the Copyright Licensing
Agency. Enquiries concerning reproduction outside those terms should
be sent to the publishers at the undermentioned addresses:
Kogan Page Limited Kogan Page US
120 Pentonville Road 22 Broad Street
London N1 9JN Milford CT 06460
UK USA
© A D Farbey, 1994, 1998, 2002
British Library Cataloguing in Publication Data
A CIP record for this book is available from the British Library.
ISBN 0 7494 3634 4
Typeset by Jean Cussons Typesetting, Diss, Norfolk
Printed and bound in Great Britain by Clays Ltd, St Ives plc
Contents
Introduction 1
Chapter 1 What Advertising Can Do and How it 3
Operates
Why advertising? 3
Its place in the marketing mix 4
What advertising can do 7
What advertising can’t do 9
Categories of advertising 10
How advertising works 11
The parties to advertising 11
The media partners 12
Chapter 2 Setting Objectives and Developing a Strategy 14
Always set an objective 14
Marketing versus communications 16
Timescale 18
Types of objective 18
The brief 20
The next step – a strategy 20
A strategy kit 22
Chapter 3 How to Select your Target 25
Get the target right 25
Who is the target? 26
vi ■ Contents
Audience definition 28
Intensity and weighting 33
Sub-markets 34
The business-to-business target 36
The corporate audience 37
Chapter 4 How to Select Media 40
The task 40
The range of options 41
The media brief 43
The media categories and their characteristics 46
The factors to consider 59
Information to use 62
How to select 63
Chapter 5 How to Buy Media Space 68
Who does the buying? 68
Deciding on a schedule 70
Negotiating space 72
Price negotiation 72
The purchase 74
Refining the schedule 75
Monitoring 76
Evaluation 76
Invoicing 78
Media relations 79
Chapter 6 Developing the Advertising Message 81
It is the message that counts 81
The process 82
Who does what? 84
Briefing the creative work 86
The general strategy 86
The central concept 88
The offer 91
Talking about a difference 92
The finished advertisement 94
Chapter 7 Practical Advertisement Production 97
How to produce an advertisement 97
Contents ■ vii
Press production 101
Poster production 104
Print and literature production 105
TV production 105
Radio production 108
Cost control 108
Timing 109
Quality control 111
Chapter 8 Online Advertising 114
Electronic media and online advertising 114
The range of electronic communication 116
How the Web works 118
Types of electronic activity 120
Online advertising opportunities and 122
limitations
Categories of online advertising 125
Advertising on the Web 127
Creating the advertisement 130
Summary 133
Chapter 9 The Budget and the Plan 135
The financial imperative 135
Forming a budget 136
A total budget 140
Controlling the budget 142
How to obtain value 145
Planning the timing 147
Combined communications 148
Chapter 10 Evaluating the Effect 150
Trying to find out 150
What to find out 150
What sources are there for information? 152
To research or not to research 154
What research? 156
Who does the research? 158
Using sales data 159
Direct response information 159
Intermediaries and branches 160
viii ■ Contents
Keep it in the bank 162
Media evaluation 162
Evaluating creative performance 163
Chapter 11 Recruitment Advertising 165
The general need 165
Who carries it out? 166
When to advertise 167
When not to advertise 170
The scale of activity 171
Selecting recruitment media 172
The media plan 175
The elements of the message 176
Using an agency 177
Chapter 12 Selecting Suppliers and Agencies 180
The suppliers needed 180
When to contract – and subcontract 183
What to pay 188
When to pay 190
Type of supplier 190
How to select 192
Further Reading 195
Index 196
Introduction
Many organisations now use advertising, for a wide variety of
purposes. It has become a necessary tool of activity, and an
increasing number of people are involved in either producing or
commissioning advertising programmes. Large amounts of money
are often spent.
It is clearly important to gain an effective result. This is achieved
through efficient organisation of the advertising effort, the
development of a practical action plan, and sensible control of how
the money is spent. Success will come about with professionalism
and practical expertise.
This book is aimed at those who will use advertising and who
require insight into the day-to-day practice of producing adver-
tisements and planning them skilfully. It does not dwell on the
overlying theory. It sets out to provide a helpful working tool for
new practitioners or those considering how best to begin on the
road towards a successful advertising programme. The essence of
this book is practicality – which is the essence, too, of advertising
itself.
It should also be said that, although the growth of electronic and
‘new media’ has been pronounced and highly newsworthy, the
basic philosophy and approach of advertising continues – to
communicate to the right audiences in the right place at the right
time with the right message.
For an understanding of what is meant by ‘right’, read on.